Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones

Khan, Muhammad Asif; Zulqarnain, Muhammad; Bhatti, Zeeshan Ahmed; Raza, Ali

doi:10.1080/15332667.2020.1756026

Cited by 7 publications

(6 citation statements)

References 75 publications

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“…The mediation function of brand love between perceived coolness and brand equity has been confirmed, filling the latest research gap. Our findings support brand love mediation literature (Rodrigues & Brandao, 2021;Ali et al, 2021;Khan et al, 2021). Self-image congruence may also affect the relationship between product coolness and love.…”

Section: Discussionsupporting

confidence: 88%

Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

2023

JDSS

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This study intent to provide theoretical and pragmatic contributions by identifying predictors of brand equity (BE) in technological products. It explores the impacts of perceived coolness (PC) on brand equity via positive emotions, namely brand love (BL). It also explores the moderating role of self-image congruence between perceived coolness and brand love. At the consumer level, a theoretical framework presenting the interactions between perceived coolness, brand love, brand equity and self-image congruence (SIC) is developed. Management research improves organizational performance. Academics are studying branding extensively. Managers must build brand equity as it plays a crucial part in the success of businesses, but the present contributors of BE in technological items are a matter of concern. Supported by the stimulus-organism-response paradigm, the present study contributes to the body of knowledge on perceived coolness by expanding its link with brand love and brand equity outcomes. A cross-sectional survey yielded 485 responses from smart watch users in Islamabad and Rawalpindi, which were then analysed with structural equation modelling (SEM) through smart PLS 4. Perceived coolness influences brand love, which leads to brand equity among smartwatch users. Brand love acts as a bridge between perceived coolness and brand equity. Through brand love, self-image congruence moderates the link between perceived coolness and brand equity. The literature on perceived coolness is relatively young and still has to nurture. Therefore, the future research must test other possible mediators and moderators in this framework.

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Section: Discussionsupporting

confidence: 88%

Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

2023

JDSS

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“…In measuring convergent validity, the factor loading and Average Variance Extracted (AVE) analysis can be used, indicators are declared valid if they have a value of Factor Loading greater than 0.70 (Bahadur et al, 2020). While in AVE, Furthermore, the AVE value of each construct must exceed the minimum threshold of 0.50 for convergence validity to be deemed adequate Khan et al, 2021). Based on Table III.…”

Section: Measurement Modelmentioning

confidence: 99%

The Role of Celebrity Endorsement on Impulse Buying Behavior with Customer Loyalty as a Moderating in the E-Commerce Industry

Li,

Suhari,

Shidiqqi

et al. 2023

BECOSS Journal

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Purpose: Numerous studies have been conducted on celebrities to notice their effect on marketing. Celebrity endorsement has become one of the most popular marketing strategies, and Tokopedia as one of the most popular e-commerce websites in Indonesia also using these strategies for increasing their brand awareness. The purpose of this study is to explore other effects of celebrity endorsement on consumer behavior. This research aimed to define the impact of celebrities endorsement on consumer psychology, influencing impulsive buying behavior with consumer loyalty as a mediating variable. Research Methodology : This study applied quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia Customers and also a fan of the celebrity who lived in Indonesia by 442 samples using the purposive sampling method and data was conducted using the SmartPLS program. Result: This article indicated the findings that (1) celebrity endorsement had a positive impact on consumer loyalty, (2) a positive effect either directly or indirectly on impulsive buying behavior, and (3) consumer loyalty itself had a positive effect on impulsive buying behavior. Conclusions: This study proposes significant implications about how celebrity endorsement works and how it impacts customer behavior in the e-commerce Industry.

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“…Consumers who are loyal to the brand will continue to purchase even if the price rises. Along with the emotional commitment and motivation that comes with brand loyalty, there is also the WTP (Albert and Merunka, 2013;Khan et al, 2020). The WTP varies as much as the consumer's perception of his brand's worth (Aaker, 1991).…”

Section: Repurchase Intention and Willingness To Pay Premium Price (Wtp)mentioning

confidence: 99%

“…With, approximately 7 million users iPhone appears to be one of the most popular brands amongst smartphone users in Turkey. As smartphones are one of the high involvement products (Khan et al, 2020), smartphone brands was preferred in our research. For the data collection both online and face-to-face interviews were used.…”

Section: Sampling and Data Collectionmentioning

confidence: 99%

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

BARAN,

KAYABAŞI

2023

Eskişehir Osmangazi Üniversitesi İktisadi Ve İdari Bilimler Dergisi

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This study investigates the moderator role of brand dependence (BD), the mediator role of brand prestige (BP), and brand credibility (BC) in the relationship between brand experience (BE) and brand love (BL) within the framework of consumer-brand relationship theory. It also examines the effects of brand love's behavioural outputs on repurchase intention and willingness to pay premium price (WTP). The research focused on understanding the processes that shape brand love among consumers who experience the brand positively. As a result of the research conducted on Apple smartphone users, it has been observed that when BD is low, medium, and high, the BE further increases its impact on BL. It has been determined that BP and BC have an effect size close to the median (K2). Also, BL has a significant impact on repurchase intention and WTP.

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Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones

Cited by 7 publications

References 75 publications

Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

Relationship between Perceived Coolness and Brand Equity: A Mediating Role of Brand Love and Moderating Role of Self-Image Congruence

The Role of Celebrity Endorsement on Impulse Buying Behavior with Customer Loyalty as a Moderating in the E-Commerce Industry

Determinants of the Relationship between Brand Experience and Brand Love and Behavioural Results of Brand Love

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